Commentary

Fastfood Faster With Mobile Digital Ordering

According to the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Viggle, consumers are turning to smartphones and tablets to place online
orders for pick-up or delivery, with 69% of those polled saying they have placed food orders via mobile devices.

60% of Respondents Order Takeout or Delivery Weekly or More

Frequence of Takeout

% of Respondents

Daily

2%

4-6 times a week

8

2-3 times a week

24

Once a week

26

Every other week

16

Once a month

11

Less
than 1/month

10

Never

2

Source: Viggle-IAB, January 2013

50% of media savvy mobile users are so committed to their favorite
destination for fast eats, that they have downloaded at least one restaurant-specific app. In addition, 55% of those polled have at least one “multi-restaurant” app, with Yelp the most
popular at 37%, followed by Urbanspoon (24%) and Zagat (9%).

26% planned to order take-out or delivery to complement their Super Bowl viewing. While the survey didn’t ask about specific
Super Bowl mobile dining plans, respondents were clear in their mobile internet ordering preferences, with pizza taking the top spot at 72%, followed by a tie between sandwiches/burgers and Chinese
food at 31%. Wings (24%) and Mexican food (15%) rounded out the list.

Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB, says “... the mobile
internet is increasingly becoming a vital tool to help consumers navigate their everyday lives... when it comes to simple tasks such as ordering a pizza... Restaurant and fast-food chain marketers
should... make (mobile offers) it a key part of their ad-buying strategy...”

Consumers surveyed also use their mobile devices to research restaurants for delivery or take-out:

44% of those surveyed use smartphones or tablets regularly to find restaurant phone numbers

39% do so to see the menu

38% use their mobile devices to find a restaurant
location

The research showed that financial or other rewards are the most likely path to driving short-term adoption of mobile online ordering. 78% of respondents said discounts would
make them more likely to order, and 64% said loyalty points would have this impact.

Consumer Mobile Ordering Preferences

Preference

% of
Respondents

Discount on order

78%

Loyalty
points

64

Make easy to order

54

Alert when on the way

47

Make easy to find

37

Remember past orders

36

Guarantee delivery
time

32

Remember credit card

23

Source: Viggle-IAB, January 2013

Greg Consiglio, President and COO, Viggle, concludes that
“... mobile users are clearly looking for benefits to motivate them into transitioning their food ordering... onto their smartphone or tablet. Dining establishments and fast-food giants...
(should) their customers with the easiest possible way to place an order... ”

For additional information, as well as charts and graphs from
IAB, and access to the complete PDF report file, please visit here.